Q: How can artists get fans to keep coming back to their web site?

A: Before I answer that, let me emphasize that an artist's goal should never be to reach a certain number of hits or return visits to a web site. The goal should be to establish ongoing relationships with a growing number of fans -- relationships that lead to lots of CD sales, bodies at live shows and positive word of mouth (also known as "buzz"). Keep the focus on connecting with fans, and then view your web site and other marketing tools through the lens of how they can help you accomplish that.

Hands down, the best way to keep fans coming back to your site is to get permission to contact them by e-mail. This is most commonly done by offering a free e-zine or e-mail update. Place a sign-up form on every web page and give visitors a compelling reason to sign up. Simply announcing "Sign Up for the Free Band Ezine" is better than nothing, but there are better ways to inspire people to hand over their contact information.

Make it sound as if, by signing up, fans are gaining access to a special club with cool benefits for members. Offer exclusive downloads, access to a members-only section of your site, timely updates on upcoming shows and new releases ... all this for free, if only the fan fills out a simple form.

Once you have a database of people interested in your music, you can communicate with them by e-mail on a regular basis. And you can make them aware of new reasons to visit your web site. But the bottom line is that you are furthering the relationship you have with your fans.

Q: Why is an e-zine a good way to keep in touch with fans?

A: Because once a fan has given you permission to contact him or her about your musical activities, it puts you in control of the relationship. A web site without an e-zine component is a crapshoot. You sit on the sidelines and hope that people find your site and return to get the latest news on your act. An e-zine is essential in building fan relationships.

However, for an e-zine to be effective, you have to make the most of it. That means sharing a bit of yourself with your fans through your writing. Let them know about interesting things that happened on the road, personal experiences that influenced your songs, etc. Also, don't just list places where you'll be playing; describe the venues and create an appealing reason for people to attend.

Also, offer discounts on your CDs and merchandise and make other special offers to your subscribers. Share yourself with your fans, reward them, make them feel special -- and they'll reward you with their time, money and support.

Q: How important is it these days to be listed in a search engine?

A: It helps, but I don't think people should get too preoccupied with search engine rankings. Again, focus on reaching fans and networking with site owners who can help you reach those fans.

Q: How can artists find web sites to get reviewed in?

A: Simple. Go to a search engine like google.com and type in key words related to your music or the names of popular artists similar to you. You'll have to wade through a lot of unusable listings, but you should find many sites that review the kind of music you perform.

Looking for effective music marketing ideas? "System X" is a street marketing strategy for independent artists designed by Chris Standring. It is an amalgamation of online and offline techniques, both of which Chris discusses in depth in his e-book "STREET TEAM". It's a step-by-step "blueprint" that shows you everything from start to finish on how to set up your own community of volunteers and have them literally pack your venues for you! For more info and to order "Street Team" By Chris Standring go to: http://www.aandronline.com/street-team/index.html